Marketing in the COVID-19 crisis

This article is part of a special WARC Snapshot focused on enabling brand marketers to re-strategise amid the unprecedented disruption caused by the novel coronavirus outbreak.

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If there is one thing that brands fear nearly more than a plague itself, it is receiving questions from the media about a situation that is beyond their control. In the face of the unpredictable menace that is COVID-19, many companies are choosing to err on the side of caution and remain tight-lipped, even as some of them try to do their part to help the front-line.

Understandably, many companies are wary of appearing too positive too soon, or so grim that their stock prices take a plunge. After weeks of uncertainty, COVID-19 has become as much a public health crisis as it is a crisis of clarity. As the situation persists well into the first quarter, remaining quiet or ambiguous about the business outlook and challenges is no longer tenable.